Chloë Sevigny & Jason Schwartzman for Opening Ceremony

Opening Ceremony seems to be getting in touch its inner cinephile. In just this past week the retailer has launched two distinctive cinematic endeavors. One, which debuted just last week in conjunction with the opening of Opening Ceremony's new Shibuya, Tokyo boutique, revolves around Chloë Sevigny's collection for OC. Definitely more in sync with avant-garde cinema than anything Blockbuster would stock, the short film, directed by Joe Danada, includes narration in Japanese (subtitles are in English) courtesy of an absentee robotic voice, as well as disjointed shots of Sevigny getting dressed and anonymous hands assembling some sort of abstract collage.

The second film, which stars Jason Schwartzman, is significantly more straightforward. Directed by Matt Wolf, the short (which is visible on Dazed Digital’s website as of today), follows Schwartzman as he flies a kite with Opening Ceremony’s logo on it. Fun and beautifully shot, the latter is significantly less mentally challenging. Both, however, are well worth watching and definitely prove a reflection of entertaining and easily digestible viral marketing.